James Connelly, CEO of Fetch Media, considers the ramifications of Google’s possible failure in its bid to buy AdMob

When Google announced the intended purchase of AdMob at the back end of last year, you couldn’t have a media meeting without it being an ice-breaking topic. Fantastic, was this the big industry move which really put mobile on the map?

Six months down the line, and further rumours this week indicate that we are to expect the US Fair Trade Commission to announce the blocking of the attempted purchase any day soon. So, is this good news for anyone?

Yes. Steve Jobs. Without denying Google’s forward-thinking “mobile first” strategy, rumour had it that Google’s attempted acquisition of Admob was primarily a tactic to block Apple teaming with AdMob to wrap up the mobile advertising market. Apple needed an infrastructure in order to side-step into the hugely emerging mobile advertising market and AdMob was the perfect fit. AdMob has the largest global reach of iPhone and iTouch traffic, and has been a pioneers in the mobile advertising market. Apple went onto purchase Quattro Wireless for $275m  (£175m), and we have now seen the creation of iAd, Apple’s first mobile advertising solution.

Face-off
Some may argue that, in fact, the rumoured blocking of Google’s acquisition of AdMob will in fact end up creating a monopoly, rather than avoiding one. Apple could be left open to exploit the mobile market, with Google and AdMob’s ambitions being hindered. So, working on the assumption that the acquisition is blocked, are we headed for a face-off between Google, AdMob and Apple, and where does this leave the advertiser?

Let’s accept that Google is hardly likely to sit back and say “We tried.” Google, being the growing cash-rich company it is will be touting around the ‘smaller AdMobs’, of which there are many to choose from, including Mojiva, Adfonic, and Inmobi. A less ‘Google-like’ approach would be to build the mobile infrastructure internally. This would probably take too long, however, to be an attractive approach.

AdMob is still the largest global mobile advertising network and counting. Its reach of iPhone and iPod touch traffic globally outweighs both Google and Apple. It has not taken its eye off the ball since the proposed acquisition was announced, and it will continue to lead the market, with every intention of cementing its market-leading position, with or without Google.

Choice is good
With Google, Apple and AdMob all fighting for the same space with separate propositions, the advertiser will have choice. At Fetch, we like choice. Choice is good for advertisers; choice means the development of effectiveness, which is the ultimate goal for most advertisers. With three market-leading companies each trying to configure the contours of our future mobile landscape, we’re bound to be graced with a winning mobile advertising format which finally grips the entire advertising industry.

Let’s remember that Google (proposed) and Apple’s (completed) acquisitions somewhat dwarf the expected $1 billion to be spent on mobile advertising this year. This is a true testament to the potential of mobile advertising in months to come and so rest assured, whatever happens, it’s all good news for mobile.

James Connelly is CEO of Fetch Media